By Arielle Nguyen
Companies often rely on global events to increase profits and/or boost their reputation to survive in a world of chaos and inflation. In June 2022, Burger King released their Pride Whopper. Two symmetrical buns, a whole new burger and the disgusting taste of profitable inclusion.
Companies and brands compete for larger audiences, pursuing greater profits, publicity and diversity. How can our products be marketable and inclusive? It’s challenging to achieve this but it’s not difficult to make something that’s not offensive.
In response to Pride Month, companies and retailers usually partner with LGBTQ+ creators to produce a greater sense of belonging. However, many companies find themselves in the crossfire with controversial, or sometimes foolish, items. That Pride Whopper was a strange decision.
In June 2020, the Gap, an American worldwide clothing retailer, released a T-shirt “honoring” the Black Lives Matter movement. Is it a coincidence that the Gap, a well-known fashion retailer, released a Black Lives Matter clothing line just a month after George Floyd, an African-American man, was murdered by a police officer? In this situation, the Gap markets to the privileged few, using a horrifying event to boost profits.
Additionally, the Coca-Cola company displayed their products in Panama City, Florida, Walmart in 2016, trying to commemorate the 9/11 tragedy. Two “towers” of Diet Coke standing in front of the American flag. There should’ve been at least one person who thought that the arrangement was offensive. It’s widely appreciated that you show respect for tragedies, but showing the event directly can be traumatizing for witnesses.
All of these situations resulted in backlash from the public and the Internet as well. Many brands had to delete their commemorations and apologize, losing more than what they hoped to gain. However, it should’ve been expected. It appears more as a cash grab than genuine remorse or celebration.
Occasionally, it may prove beneficial for companies to promote inclusion, diversity and a sense of belonging. One way to do this is by celebrating holidays such as Pride Month, Women’s History Month, Black History Month, etc. WITHOUT shoehorning in product placement. It’s as simple as a “Happy Pride Month!” or “Black Lives Matter” tweet without any “clever” marketing tactics. Or creating the Pride Whopper.
Instead of a brand trying to participate, it’s better to take a step back and initiate a moment of silence especially if your brand/company wasn’t directly involved in tragedies.
